| name | competitive-analysis |
| description | Perform competitive market analysis with feature comparisons, positioning, and strategic recommendations. |
Competitive Analysis
Identify competitors, analyze positioning, and deliver actionable recommendations. Skip textbook frameworks (Porter's, PESTLE) unless specifically requested — they're MBA artifacts, not operator tools.
When to Use
- "Who are my competitors?" / "How do we compare to X?"
- Feature comparison matrix or positioning map needed
- Fundraising deck competition slide
- Finding market gaps
When NOT to Use
- General market sizing (use deep-research)
- SEO-specific competitor keyword analysis (use seo-auditor)
What Practitioners Actually Use
Skip Porter's Five Forces. Operators use these four:
1. April Dunford's Positioning (from "Obviously Awesome") — the most-used positioning method in B2B SaaS. Five inputs in strict order:
- Competitive alternatives (what customers would do if you didn't exist — including "spreadsheets" and "nothing")
- Unique attributes you have that alternatives lack
- Value those attributes deliver (with proof)
- Best-fit customer characteristics
- Market category you win in
Key insight: positioning starts from alternatives, not features. Your "competitor" might be Excel.
2. Wardley Mapping (Simon Wardley, free book at medium.com/wardleymaps) — plot components on two axes: visibility-to-user (y) vs evolution Genesis → Custom → Product → Commodity (x). Reveals: where competitors overinvest in commoditizing components, where to build vs buy, what's about to become table stakes. Tool: onlinewardleymaps.com (free). Best for platform/infra competition.
3. Feature comparison matrix — the unglamorous workhorse. Rows = capabilities, columns = competitors, cells = ✓/✗/partial. Battlecards for sales teams are this + "trap-setting questions." Key: weight features by how often they appear in lost-deal notes, not by what engineering thinks matters.
4. Kano mapping applied to competitors — categorize each competitor feature as Basic (expected, table stakes), Performance (more = better), or Delighter (unexpected). Kano's insight: today's delighters become tomorrow's basics. Competitors' delighters tell you where the bar is moving.
Research Toolchain
| Need | Tool | How to use |
|---|
| Find competitors | webSearch("[product] alternatives site:g2.com") | G2's "alternatives" pages are crowdsourced competitor lists |
| Verified user complaints | webSearch("[competitor] site:g2.com"), Capterra, TrustRadius | Filter reviews to 1-3 stars. Look for repeated phrases — those are exploitable weaknesses |
| Enterprise IT buyers | PeerSpot (formerly IT Central Station) | More technical, less marketing-gamed than G2 |
| Pricing (often hidden) | webFetch competitor /pricing page, Wayback Machine for historical, webSearch("[competitor] pricing reddit") for leaked enterprise quotes | |
| Tech stack | webFetch("https://builtwith.com/[domain]") — 673M+ sites, 85k+ technologies. Wappalyzer similar. | Reveals: are they on legacy stack? What vendors? Switching cost signals |
| Traffic/channel mix | SimilarWeb (reliable for large sites, unreliable <50k visits/mo) | See which channels drive competitor traffic |
| Funding/team size | Crunchbase free tier, webSearch("[competitor] raises TechCrunch") | |
| Strategic direction | webSearch("[competitor] site:linkedin.com/jobs") — hiring = roadmap. 5 ML engineers = AI features in 6mo. | |
| Historical messaging | webFetch("https://web.archive.org/web/2024*/[competitor].com") | Shows positioning pivots — what they tried and abandoned |
| SEO/content strategy | Ahrefs (paid, $129+/mo) or webSearch("site:[competitor].com") to map content | |
Methodology
Step 1: Frame — Get from user: their product, target customer, and who THEY think competes. Their list is always incomplete.
Step 2: Expand the competitor set — Run webSearch("[known competitor] alternatives") and webSearch("[category] vs"). Check G2 category pages. Add indirect competitors (different product, same job) and the "do nothing" option.
Step 3: Per-competitor dossier — For each (limit to 5-7 for depth):
- Positioning one-liner (their homepage H1)
- Pricing model + tiers (webFetch pricing page; screenshot if complex)
- Top 3 strengths (from 5-star G2 reviews)
- Top 3 weaknesses (from 1-2 star G2 reviews — use exact customer language)
- Funding stage + headcount (Crunchbase/LinkedIn)
- Recent product launches (changelog, blog, Product Hunt)
Step 4: Synthesize — Build the feature matrix. Plot on a 2×2 (pick the two axes the buyer cares about, not the ones that make user look good). Identify white space.
Step 5: Recommend — Not "monitor the threat." Specific: "Competitor X's reviews mention slow support 23 times — lead with your SLA in sales calls."
Output — Ask the User First
Before building any deliverable, ask the user how they want the analysis presented using the query tool:
"How would you like your competitive analysis presented — as a slide deck or a written report?"
Then follow the appropriate path below. Do not default to one format without asking.
Option A: Slide Deck
Load the slides skill and build a Replit slide deck. Follow the slides skill's conventions for manifest, components, and design. Structure the deck as:
- Title slide — Product name, category, date
- Executive summary — Positioning statement (Dunford format) + top 3 recommendations
- Competitive landscape — Table: Company, Stage, Pricing, Strength, Weakness
- Feature matrix — Rows = capabilities, columns = competitors, cells = checkmark/x/partial, color-coded
- Positioning map — 2×2 chart (matplotlib/plotly image)
- White space & opportunities — Gaps + Kano analysis
- Action plan — Top 3 specific actions + battlecard trap-setting questions
- Sources — Numbered URLs for every claim
Option B: Written Report (PDF + Web Preview)
Do not output a markdown summary. Build a polished competitive analysis report as a professional PDF using jsPDF, with a React web preview that visually matches page-by-page. The report should look like a strategy consulting deliverable.
Build order: Generate the PDF first and present it to the user. Then build the web preview. The PDF is the primary deliverable — the web app is a visual complement.
Report Structure
- Page 1 — Executive Summary: Product name, category, date. Positioning statement (Dunford format): For [target customer] who [need], [product] is a [category] that [key benefit]. Unlike [primary alternative], we [key differentiator]. Top 3 strategic recommendations (the "so what").
- Page 2 — Competitive Landscape: Table with Company, Stage, Pricing, Strength (from reviews), Weakness (from reviews). Funding/headcount context for each competitor.
- Page 3 — Feature Matrix: Rows = capabilities, columns = competitors, cells = checkmark/x/partial. Weight column (1-5) based on buyer conversation frequency. Color-code: green where the user's product wins, red where it loses.
- Page 4 — Positioning Map: 2x2 chart with axes based on buyer decision criteria (not vanity metrics). Each competitor plotted with logo or labeled dot. Generated via matplotlib or plotly, embedded as image.
- Page 5 — White Space & Opportunities: Gaps no one serves well, with evidence from reviews and market data. Kano analysis: which competitor features are Basics vs Performance vs Delighters.
- Page 6 — Action Plan: Top 3 specific actions with source citations. Battlecard-style "trap-setting questions" for sales calls.
- Final Page — Sources: Numbered URLs for every claim.
PDF Generation (jsPDF)
Use jsPDF to generate the PDF with explicit point-based layout:
new jsPDF({ unit: "pt", format: "letter" }) — US Letter: 612×792pt- Use 36pt margins (0.5in). Content area: 540w × 720h points.
- Track Y position as you render each element. When the next element would exceed
PAGE_H - MARGIN, call doc.addPage() and reset Y to the top margin. Never let content silently overflow — always check before rendering.
- Embed charts as images via
doc.addImage() — scale to fit content width while respecting remaining page height.
- Add a header and footer on each page. Footer must save/restore Y position — do not let footer drawing move the content cursor, or subsequent content will force blank pages.
- Before any manual page break, check whether a fresh page was already added (track an
isNewPage flag). Only add a page if you're not already on a fresh one.
- Required before presenting: After generating the PDF, verify there are no blank pages. If any page is blank, fix the page-break logic and regenerate.
Web Preview
The React web artifact renders the same report data as an HTML version that visually mirrors the PDF page-by-page. Each "page" should be a fixed-size container (816×1056px — US Letter at 96dpi) with the same margins, typography, and chart placement as the PDF.
Honesty Rules
- If the user's product loses on most dimensions, say so — then find the niche where they win
- "No competitors" is never true. The competitor is always at least "build it yourself" or "do nothing"
- Flag when data is thin (e.g., "SimilarWeb shows <50k visits — estimate is low-confidence")
- Cite every claim to a URL the user can verify
Limitations
- G2/Capterra reviews skew toward mid-market SaaS; thin for enterprise and consumer
- SimilarWeb is inaccurate for sites under ~50k monthly visits
- Cannot access paid CI tools (Klue, Crayon, Kompyte) or PitchBook
- Pricing pages lie — enterprise pricing is almost never public
